Greg Thomas leads the pricing research practice at Pricing Solutions. Prior to joining Pricing Solutions, Greg spent several years as both a market researcher and a sales & marketing director.
He has developed a world class competency at accurately forecasting the impact of implementing different pricing strategies. This has been achieved by developing creative proprietary methods in survey design, modeling and quality assurance processes that generate more accurate forecasts and lead to better business results.
Greg graduated in 1998 with a Master’s of Science in Economics from the University of Guelph. His research thesis examined the economic returns gained from investments in research. Greg also leads a Pricing Research course for the Professional Pricing Society, publishes Pricing for Researchers, a bi-monthly newsletter and serves on the national MRIA (Market Research & Intelligence Association) membership committee.
This session will outline how to develop research insights to understand the differences in the perception of your product’s value proposition. Your customers have a number of internal stakeholders, ranging from the product users, technical advisors, business, IT and procurement managers.
Each stakeholder has a different perspective on the value of your product and the amount they are willing to pay for it.
Discover how to effectively communicate your product’s value proposition and frame its price to each stakeholder. Discovering these customer insights will help you effectively articulate your product’s value proposition and maximize the pricing opportunity.
Attendees will learn:
How the customer’s unique stakeholders impact the purchase decision
How customer perceptions of value differ
How customers react to alternative price levels
What the key factors are that can help determine the stakeholder’s commitment to advocate for your product
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